CaratLane, in collaboration with its creative partner BBH India, has unveiled a new Pujo campaign for West Bengal that redefines Durga Puja as the ultimate moment for a heartfelt proposal. The campaign is a beautiful fusion of tradition, art, and romance, positioning CaratLane’s elegant proposal rings as the perfect symbol of commitment.
According to Saumen Bhaumik, Managing Director, CaratLane, the vision behind the campaign was to connect with people on a deeper, more personal level. “Love, romance and proposal are matters of the heart. We believe a proposal comes from the heart, on your own terms, in your own time, free flowing, and spontaneous—like an unforgettable melody. The film ‘Mayer Aashirbad’ attempts to capture that beautifully honest moment cinematically in the backdrop of Durga Pujo—the biggest event in Bengal. The medley of Rabindra Sangeet and folk melodies truly brings this story to life. Just to say that the most meaningful moments of love are simple, sincere, and made to last.”
The three-minute film, a bold creative choice, breaks away from conventional advertising. Instead of a hard sell, it offers a visual and emotional story that speaks directly to the soul of Bengal. Parikshit Bhattacharya, Chief Creative Officer at BBH India, said “the idea was simple: Durga Pujo is already a love story – between people, rituals, and memories. With “Mayer Aashirbad”, we simply added a proposal ring to the climax.”
The campaign film is a feast for the senses, brought to life by the masterful direction of Bauddhayan Mukherji of Little Lamb Films. Celebrated for his sensitive, lyrical storytelling, Mukherji has blurred the line between cinema and advertising, creating a piece that feels like a short film. He shared that his goal was to capture “visual poetry with human truth.”
“Not every film, or every filmmaking process is an experience. This CaratLane film ticks the boxes on both counts. ow often have we seen a musical in Indian advertising? I must thank the team at BB for writing something as unique as this and the brand team at CaratLane for having faith in it. My task was the easiest. I just had to realize their vision. I really hope Bengalis all over the world connect with the film”, said Bauddhayan.
The film’s emotional core is its music, a soul-stirring score composed by the legendary Debojyoti Mishra. Blending timeless Rabindra Sangeet with folk melodies, Mishra’s soundscape is both nostalgic and fresh, perfectly complementing the unfolding love story. The voices of Mekhla Dasgupta and Chirantan Banerjee breathe life into the score, narrating the gentle and playful intensity between the two protagonists, played by actors Ayoshi Talukdar and Subhrojit Saha.
The narrative unfolds musically, spanning the key days of Pujo from Shoshthi to Doshomi. The film captures iconic moments like pushpanjali, dhunuchi naach, and bhog, each scene steeped in the colors, rhythm, and emotion of Bengal’s most cherished celebration. The story builds gently, culminating in a poignant proposal during Doshomi’s shindoor khela. Against this backdrop of tradition and tenderness, the CaratLane proposal ring takes center stage, symbolising an unforgettable moment of commitment and triumph.
By blending the nostalgia of festive traditions with a feel-good romance, this campaign tugs at the heartstrings and celebrates both culture and commitment. It’s a powerful testament to the belief that the right story, told well, can create a deep and lasting connection.
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